This study explores the utilization of Artificial Intelligence in online advertising process and the impact of using AI each stage in that process with the overall perceived effectiveness. It also provides a better understanding of the magnitude of using AI in the four stages of advertising online: namely consumer insights, ad creation, media planning and buying, and finally ad evaluation. Process model of AI utilization in online advertising is the conceptual model of the study, which is developed from the previous literature. A triangulation methodology is implemented to enhance the credibility of the research study and leads to a more comprehensive understanding of the topic. Online survey is conducted with digital advertisers worldwide from both agency and client side. Nonrandom sampling (N=60) was implemented to test 5 constructs from the perspective of the respondents. Three in-depth interviews were also conducted before and after the online questionnaire to analyze the findings and results and demonstrate insights on the five proposed research questions. Findings of the study showed beyond doubt that AI is stepping strongly and progressively in the four stages of the data-based online advertising process. Moreover, it significantly showed that there is a relationship between AI utilization in each stage and the following one. Finally, results indicated that using AI in each advertising stage promotes the perceived effectiveness of the overall online ad process.


Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Graduation Date

Fall 7-21-2020

Submission Date

July 2020

First Advisor

Taher, Ahmed

Second Advisor


Third Advisor


Committee Member 1

Denana, Hesham

Committee Member 2

Sayed, Ahmed

Committee Member 3



175 p.

Document Type

Master's Thesis

Library of Congress Subject Heading 1

Integrated Marketing Communication


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Institutional Review Board (IRB) Approval

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